Change, Challenge and Brand Resilience

2020 was a year of big challenges, and it's not over yet. But guess what? It never will be. As long as we're in business, there will be challenges to navigate. Hummingbird is using this space to focus on how big brands have navigated some challenging times, how some have bounced back or gotten ahead with smart branding.

We investigate the four areas of branding that Hummingbird concentrates on with its own clients—strategy, identity, awareness and loyalty. The companies in our series stand out for various aspects of their branding, whether it's better positioning, a well-defined corporate identity, strong brand awareness, leadership and reputation management… The list goes on, because the possibilities for smart branding are endless. We hope these stories inspire you.


King Arthur Baking Company: Branding for Every Baker


Rita Lewis/

In mid-2020, one of America's oldest companies transformed itself from King Arthur Flour to King Arthur Baking Company. Its rebranding took 18 months as King Arthur reconsidered its 200-year-old logo, its modern-day customer base and, ultimately, its core identity. The brand rebirth was transformative for company and customers alike.

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Stability and Disruption: Branding Lessons from Netflix


Rita Lewis/

The Big Red N is so much a part of the zeitgeist and our lives that we don't even think about the dominance of Netflix—or how it achieved its status as the #1 streaming service in the world. Netflix is a branding lesson on stability and disruption, on good brand positioning that guides dynamic brand strategy.

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